NEWPORT BEACH, Calif.–(BUSINESS WIRE)–A new men’s grooming tool is not only changing the way men look and feel about themselves, but also changing the way their loved ones feel about them too. According to psychologists featured in Men’s Health, woman prefer a manly layer of facial stubble. The Soft Goat is a never-before-seen grooming tool that utilizes a hypoallergenic pad to dull sharp edges of facial hair that trimming and shaving leave behind. The result is the same sexy stubble that is now soft to the touch.

“Facial stubble is the most controversial topic when it comes to men’s grooming and sex appeal, primarily because of the negative scratchy effects it has on loved ones,” explained Mike Finfrock, who founded The Soft Goat in 2011. “After personally experiencing this with my own girlfriend’s face, I set out to find a solution. Due to the lack of effective alternatives on the market, I created The Soft Goat.”

The Soft Goat is specifically designed for use by men, but Finfrock is developing its female counterpart, Soften Her. Similar to The Soft Goat, Soften Her is intended to soften and exfoliate between hair removal sessions.

The Soft Goat was recently featured in Men’s Journal as “MJ Approved essential grooming tool.” Called “a real kick ass weapon” by Esquire magazine with Cosmo and Marie Claire both tweeting the article, pleading “men, please buy this!” We were dubbed one of “The Best Gifts, Gadgets, and Gear for Men” by Buymanthings.com; MissWingman proclaims “Best dude invention EVER”; The Manual says “The Soft Goat is an ‘essential grooming tool'”; and we are featured in Cool Materials for Men “Cool Stuff.”